DIFFERENTIATED AND FAST TO MARKET – WHAT THE INDUSTRY WANTS
BOBST will install prototypes in 2015 of the new digital technology for the corrugated packaging industry – offering new and exciting business opportunities to both packaging manufacturers and brand owners alike.
Faster time to market
Flexibility in production speeds up response to market needs.
Digital printing enables savings in waste, paper, obsolete inventory and ink.
The printing quality of digital technology offers high graphic printing capabilities.
Ink that is food compliant, with no migration or contamination.
Versioning, mass customization, personalization: all are possible.
What we call extended packaging – using technologies such as QR codes (Quick Response codes) among others – opens up a range of exciting new possibilities for brand owners, from consumer engagement to brand protection. By using their mobile phone to scan a QR code on packaging, consumers can receive personalized information about a product such as its ingredients or components, ways to use it, complementary products, value chain or environmental information, or might gain access to loyalty schemes, competitions or social networking communities. For the brand owner, extended packaging brings marketing and engagement possibilities such as these along with the opportunity to verify the authenticity of their product to prevent counterfeiting and so guarantee that the customer will get the promised quality.
The implications for packaging manufacturers are many. Firstly, digital printing is central to being able to deliver extended packaging and BOBST is working with partners on innovative industrial digital solutions that will offer packaging makers unique opportunities to expand their businesses. Secondly, the trend towards smaller batch sizes, with the subsequent need to further reduce changeover times, will continue to put pressure on packaging manufacturers. Equipment suppliers such as BOBST will need to respond to this challenge with new ideas and refinements of existing ones to help its customers rise to the challenge.